Our Story

People often ask us about how In the Pink came to be. We are dedicating this page to the story behind its conception.

For information about our services, please click on the specific location.

In the Pink is a non-profit (501c3) boutique serving women, men and children with all types of cancer. This unique concept is the only one of it’s kind in the nation. We have everything in one location that the cancer patient will need during treatment. It is our hope that you will be able to find what you need here. If not, please ask. Most often, we can assist you in getting something that we don’t know about yet! The cancer industry is ever-changing and we try to keep up, so please keep us informed if you hear about an item we may need to know about. We appreciate your help in making us the best we can be.

In the Pink opened it’s first location in 2009 in Jacksonville Beach, Florida. The founder, Jeri Millard, is twice a cancer survivor, having had cervical cancer at age 29 and breast cancer at age 44. During her treatment for breast cancer in 2000/2001, she quickly realized that it was really difficult to find everything she needed. After all, when you are not feeling well, why should you need to drive all over town looking for the items you need, such as a wig, mastectomy products, hats, etc.?

Jeri began keeping a notebook about everything she wished she had access to in a more friendly atmosphere. This became a passion for her and she vowed that someday, some way, she would make this happen. After moving to Jacksonville in 2002, she began searching for the perfect space in which to make her dream become a reality. When she saw the beautiful little home at 522 North 3rd Street in Jacksonville Beach, she stopped and went inside for a tour. At that time, it was a children’s boutique called Wynken, Blynken & Nod. As she walked through the space, she knew that this was exactly what she was looking for. Due to a back injury, things were put on hold for a few years, but the dream of opening In the Pink did not subside. The property became available in 2009. On July 15, 2009, In the Pink opened its doors with just Jeri and one full-time employee.

Since that time, In the Pink has become family to many men, women and children with cancer. Most major insurances are accepted and In the Pink’s staff files the paperwork for their clientele. Once insurance has paid, the client pays the balance. For client’s with no insurance or that are Medicaid-eligible, the items that are needed are provided free of charge. Each year we serve over 2000 people in the Jacksonville area.

People often ask, “How does In the Pink have the money to provide free services and products to people?” Our revenue is generated through insurance claims, the sale of items such as t-shirts, skincare products, etc. in the shop, fundraising, and most importantly, our donors. In the Pink could not keep its doors open without our donors and our fundraising efforts. We are so fortunate to have so many kind people in the Jacksonville community that make annual donations to us, as well as others that hold events such as a Chili Cook-Off, the annual baseball game between the Ponte Vedra High School Sharks and Episcopal High School Eagles, the annual Cancer Awareness game held by the Bishop Kenny Crusaders girls basketball team, the Netti Kayak Challenge held every October, and many others. In 2013 through 2016, the Jacksonville Jaguars Women’s Association adopted In the Pink as it’s cause and hosted “Meet me at the 50…for women who love the game” to raise money for us. In the Pink also hosts it’s own signature fundraiser each year, the Jacksonville Dragon Boat Festival. With all of these events and more, there is never a dull moment at In the Pink! We are thankful to have so many friends in the community.

In 2011, In the Pink expanded their services by adding a second location in Jacksonville, which is now located at 3547 Hendricks Avenue. This location allows many more cancer patients easier access to our services. On June 27, 2014, In the Pink opened a third location at 1727 Fruitville Road in Sarasota, Florida! The funds raised in each location remain in the community in which they were raised.

We hope you will stop in to one of our locations and get to know our staff. Each person employed at In the Pink is dedicated to making your journey with cancer a little more palatable. We provide wigs, post-surgical garments, mastectomy bras/prosthesis, hats, scarves, radiation skincare, lymphedema compression garments, free yoga, emotional support, and many resources throughout the communities we serve. Each location has it’s own unique feel. One thing remains the same in all locations; our commitment to making you feel comfortable. We do not consider our work a job…it is truly a ministry.